Call it organic marketing, call it inbound marketing or even content marketing – the practice of creating useful information to generate demand and attract an audience of buyers vs. buying ads to push messages out to them is one of the highest impact, low cost approaches to digital marketing a business can take.

The practice of optimizing content for better search visibility goes hand in hand with the broader approach of inbound marketing. SEO best practices can be applied to content across the entire sales cycle to surface brand content during awareness, consideration and purchase behaviors as well as after the transaction to reinforce retention and advocacy goals.